Comportamiento del consumidor infantilrecordación y preferencia de atributos sensoriales de marcas y productos para la lonchera en niños de Bogotá

  1. Ortegón Cortázar, Leonardo 1
  2. Royo Vela, Marcelo 1
  3. Robayo Pinzón, Óscar Javier 1
  1. 1 Politécnico Grancolombiano
    info

    Politécnico Grancolombiano

    Bogotá, Colombia

    ROR https://ror.org/00n7m6g17

Journal:
Poliantea

ISSN: 2145-3101,  1794-3159

Year of publication: 2015

Issue Title: Poliantea

Volume: 11

Issue: 20

Pages: 39-64

Type: Article

DOI: 10.15765/PLNT.V11I20.651 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Poliantea

Abstract

Children nowadays are a very important sector for marketing and advertising because they can be easily influenced. Recent studies suggest that in order to attract children, it is necessary to create unique experiences that enable solid relationships with brands. The best alternative is to construct different sensorial experiences because if the brand stimulates many senses, it will be more easily remembered and preferred. For this reason, we researched sensorial keys that are used by lunchbox product brands. We combined three different techniques to gather information (observation through photographic record, group interviews, and a short survey.) The results show that there is high awareness and familiarity with respect to branding due to the history of sensorial stimulation based on the learning of the physical characteristics of the product and the brand advertising. This influences the preference and loyalty of children.

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